Pie-maker finds right recipe
SALES BOUNCE BACK THANKS TO INNOVATIONS
THE team at a long-established Melton pork pie company have adapted and thrived through nine months of lockdown.
Prior to the pandemic, Brockleby’s Pies, of Asfordby Hill, was handmaking up to 10,000 pies a week.
Covid-19 had a huge impact on that but, thanks to the foresight of managing director Ian Jalland, the business has not only survived the crisis but is thriving once again.
Brockleby’s was launched in 2003 by Mr Jalland, a cattle farmer whose family has farmed in the area for more than 500 years.
It is one of the five producers licensed to make the authentic Melton Mowbray pork pie.
In pre-Covid 2019, the team attended more than 2,500 markets, shows and events across the country while wholesaling to more than 50 stockists.
The business lost 90 per cent of its revenue overnight at the start of the pandemic when markets and events were cancelled and the pie-making workshops held at the bakery were stopped.
But at the same time, sales through independent outlets and the wholesale side of the business increased four-fold as farm shops and similar outlets became increasingly popular places to visit.
Through March and April, its mail order business turnover increased 10-fold in response to lockdown.
Despite gaining some of its lost business, by the end of April it was evident there was still a shortfall in revenue.
With direct sales increasing, the online shop was updated to cope with demand and a new franchise model, PieDrop, was launched. Over the summer, the PieDrop areas expanded to cope with demand.
They now cover Leicestershire and Rutland, Northamptonshire, Nottinghamshire, South Derbyshire, Bedford and Milton Keynes.
Mr Jalland said: “We are incredibly proud of being able to serve our customers in a timely, friendly and costeffective way.
“The personal touch has been especially well received.
“They have been challenging times for everyone. If there is any good to have come out of this it is the accessibility to a more balanced life and a focus on buying locally produced, quality products.
“It felt like doom and gloom to start with but after some head scratching, innovation and the flexibility of our staff, we have turned what was a disastrous situation into one which matches our customers’ needs more closely.
“Our position is now stronger post-corona month-on-month.”
Pre-lockdown, the business employed more than 50 staff. Seasonal workers have not been replaced, and some staff remain on furlough.
Mr Jalland said: “We have had to change so much in our business.
“Our survival has all been down to our agility and willingness to adapt with speed.”
17th century mince pie recipe, Page 25